James Robinson has joined craft kimchi and sauerkraut brand The Cultured Collective, bringing his commercial and financial experience to the business as it looks to grow.
Robinson previously held MD and commercial leadership roles at New England Seafood, Premier Foods and Procter & Gamble; and is currently chair of fast-growing food brand Bold Bean Co.
“I have been in touch with the founding team at The Cultured Collective for some time and have always been impressed with the quality of their thinking and their delicious sauerkraut and kimchi. Recent growth has confirmed to me that fresh ferments have a big future in the UK and we will be working to ensure that The Cultured Collective are at the forefront of driving that,” said Robinson.
“Foods that attract people for their health benefits and keep them buying for taste are exceptionally well placed to grow sales. I have seen that evidenced in a number of businesses and I am confident it also applies to The Cultured Collective.”
Off the back of its recent Sainsbury’s listing and with sales volumes running 190% ahead of last year, co-founder Nicola Peters was keen to resource for additional growth.
“We’ve come a long way since I started selling ferments on market stalls and I’m delighted that we have been able to bring in someone of James’ calibre to support us as our growth accelerates,” she said.
“Already in our conversations we have been energised by his ambition for our brand and this category. We are looking forward to working with James and helping many more people to discover the joy and benefits of fresh ferments.”
The Cultured Collective was founded in 2016 by Peters, with co-founder Simon Day joining in 2022.
Today, the brand is stocked in Sainsbury’s, Ocado, Whole Foods Market, Planet Organic and many independent shops across the UK.
